The Washington Post has launched a program to help marketers and B- and C-list bloggers find each other - and drive traffic to those blogs.

WashingtonPost.com is testing a program - Sponsored Blogroll - to build a network of blogs and help them sell advertising, reports Micro Persuasion, pointing to a blog post by Jeff Burkett of WashingtonPost.Newsweek Interactive. Advertisers can select blogs related to their vertical; the ad revenue will be shared by the blog and the Post ("in the bloggers favor of course," according to Burkett).

Moreover, blogs that join the network will have links to them displayed on the WashingtonPost.com homepage - in a "Sponsored Blogroll" box (see image below) - in order to drive traffic to the participating blogs.

The Post is seeking blogs that focus on technology, business, health, automotive and travel, among others. So far, three groups of blogs are participating in the initiative.